According to updated data from the ASEAN Secretariat, in 2024, Vietnam's tourism industry recorded the best recovery rate in the ASEAN region, higher than famous tourist destinations such as Thailand, Singapore, Indonesia, Malaysia, Philippines...
Impressive recovery, Vietnam tourism surpasses Singapore
In terms of recovery , in 2024, Vietnam will welcome 17.6 million international visitors, reaching 98% compared to 2019 before the Covid-19 pandemic, almost fully recovered. Meanwhile, other tourism-developed countries all achieved much lower levels: Thailand recovered at 88%, Singapore and Indonesia both recovered at 86%, the Philippines at 72%, Malaysia at 94%.
International visitor recovery rates of top ASEAN destinations (2024 vs 2019)
In terms of international visitors , the total number of international visitors to Vietnam in 2024 will reach 17.6 million, surpassing Singapore (16.5 million), rising to third place after Thailand (35 million) and Malaysia (expected 24.5 million). The number of international visitors to Vietnam is much higher than that of Indonesia (expected 13.8 million) and the Philippines (5.9 million).
International arrivals to top ASEAN destinations (2024)
According to Agoda's latest report, Vietnam and Malaysia are the two leading destinations in the ASEAN region in attracting bookings for sustainable, environmentally friendly tours (Eco Deals) - a major trend among international travelers after the pandemic. This online platform said that 75% of global travelers said they wanted to travel in a more sustainable way in the next 12 months. In the top 10 most attractive cities for this type of tourism, Vietnam has 3 cities: Da Nang, Nha Trang and Ho Chi Minh City.
Agoda Vietnam Country Director Vu Ngoc Lam said data from online travel platform Agoda shows that Vietnam continues to affirm its strong appeal to international tourists during the 2025 Lunar New Year.
Vietnam has the best international tourist recovery rate in ASEAN region
Accommodation searches from international visitors increased by 139% compared to the same period last year. In particular, the number of visitors from China increased by nearly 300%. In addition, Phu Quoc has also become the top choice for international visitors in 2025, with the number of accommodation searches increasing by 266% compared to 2024. In addition to Chinese visitors, data from this platform also recorded significant growth from visitors from other source markets such as South Korea (up 94%) and Taiwan (up 123%).
Looking back on the journey since officially reopening on March 15, 2022, Vietnam's tourism industry has made very strong recovery steps. If in 2022, the number of international visitors reached 3.7 million, then in 2023 it reached 12.6 million and by 2024 it reached 17.6 million (an increase of 40% compared to 2023 and 4.7 times higher than in 2022). This result has made Vietnam a bright spot in the general recovery picture of the regional tourism industry.
Open policies and breakthroughs in promotion work
The achievements of the tourism industry in recent times have been achieved thanks to the close attention and direction of the Government and the Prime Minister, with the issuance of directives and resolutions to facilitate tourism recovery. Open visa policies are an important driving force to attract international visitors. Along with that is the breakthrough effectiveness of promotion and advertising programs to key markets in 2024.
In particular, the highlight is the innovation in content and promotion methods, reflected in a number of notable points: (1) Selecting key markets, focusing on countries that are Comprehensive Strategic Partners of Vietnam; (2) Diverse promotion methods, from organizing roadshows, participating in fairs, cultural and tourism festivals, promotion conferences... (3) Increasing the scale of organizing promotion programs; (4) Promoting public-private partnership mechanisms, mobilizing social resources; (5) Promoting diverse types of tourism, especially new products, suitable to tourists' needs.
Prime Minister Pham Minh Chinh attends the program to introduce Vietnamese tourism and culture in China.
The Vietnam National Administration of Tourism and the Ministry of Culture, Sports and Tourism have focused on implementing tourism promotion activities in a series of key markets such as the United States, China, South Korea, Russia, France and Australia. In particular, two major programs introducing Vietnamese tourism and culture in South Korea and China were honored to welcome Prime Minister Pham Minh Chinh to attend and deliver a speech.
Notably, for the first time, Vietnam organized the Tourism - Cinema Promotion Program in the film capital of Hollywood, the United States with the theme "Vietnam - New Destination of World Cinema" which created a big buzz, attracting the attention and participation of more than 500 guests who are American directors and filmmakers, opening up new prospects for tourism development through cinema.
For the first time, Vietnam organizes a tourism - cinema promotion program in Hollywood, USA.
In addition, the Vietnam National Administration of Tourism has also participated in global international tourism fairs such as WTM London, CITM China, and organized the introduction of Vietnamese tourism at Vietnamese cultural and tourism festivals abroad. Taking advantage of technology, promoting Vietnamese tourism communication on digital platforms to international tourists. Organizing a campaign to promote Vietnamese tourism on CNN - the world's number 1 international media channel...
In 2025, the Vietnamese tourism industry aims to welcome 22-23 million international visitors. This is a high and ambitious goal of the tourism industry, demonstrating a great determination to develop tourism commensurate with its potential and advantages, truly becoming a spearhead economic sector. It is expected that, with the momentum from the important results achieved in 2024, the Vietnamese tourism industry will continue to effectively implement breakthrough solutions, exploit the potential of source markets, promote attracting international visitors to Vietnam, affirming the brand and position of Vietnam as a leading attractive destination in the region.
Source: https://bvhttdl.gov.vn/du-lich-viet-nam-phuc-hoi-tot-nhat-trong-khu-vuc-asean-20250124094453597.htm
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